Readings and musings

Week 6 was about a lot of the touchy-feely stuff which makes a big difference in getting a brand's ideal to ring true with customers. The speaker from GSD&M was extremely eloquent and taught about the importance of leadership to run a business that makes an important difference in people's lives; this message definitely jived with me, and the talk was quite engaging.

Grow: Must do #3: Communicate the ideal to engage employees and customers

Model human loving relationship

Keys: active involvement in advertising and viral potential

Genuine intent to improve people's lives

Innocent fruit drinks impacting society

Walk the walk in other communications

Funky labels

Relevant and interesting, not sales

Unity of voice

Good writers critical

Brand ideal creative brief guides new communications projects

Delivering Happiness: Platform for Growth: Brand, Culture, Pipeline

Culture book, party

Ask anything

Customer service as core loyalty

Culture is brand

Core values

Communicating your ideal

Everything we do is media

Everything communicates

Engaging w/ people

High standards for communications

1 to 1 always the best

GSD&M

What is real underlying problem that needs to be solved?

What do we have that consumer really wants that competition can’t deliver?

Be a hugger

10 hugs of life

Have to hug yourself

Hug your family, ALL of them

Hug friends

Hug receptionist

Hug where you come from, hug your flag

Hug your fears

Go in front of mirror, say “I’m afraid XYZ” and let it go

Hug your failures

There’s a difference between coming up short and failing

Failure is lying or hurting someone; coming up short is just not winning business

Hug your future

Don’t let anyone tell you that you can’t do something

Hug your “first”

First time rode bike

First time felt important

First time something special happened to you

Hug your finals

When parents pass away

4 types of hugs

Mind hug: just think nice things of them

Heart hug: hold thought in heart

Touch hug

Bear hug

Power of purpose in business

“Capitalism”

Conscious capitalists in business to improve people’s lives

Croney capitalists about improving own life

What’s the purpose of business?

Create value for all of our stakeholders

5 fundamental human values

4 kinds of companies

The good: purpose to serve others

The true: the people who explore, those who are looking for the truth

The beautiful: great ad agencies, Apple

The heroic: business model to improve the world

If someone helps you out, you need to help them out

Take the competition seriously, but not yourself

Have fun, enjoy people

Stay humble, stay hungry

Never miss a kid’s birthday

Are you improving someone’s life today?

Artistotle: where your talents and needs of the world intersect, therein lies your purpose

Don’t be average at what you’re bad at; hire someone; spend all of your life doing what you're good at

You get burned out doing what you’re supposed to be doing but what you’re not good at

Great creative briefs important

Southwest brief: “Our purpose is to give people the freedom to fly.”

Harley: “We fuel freedom.”

Their goal: create compelling and contagious work that builds the business